Fenty Beauty's Digital Launch
- Shelby
- Apr 1, 2019
- 2 min read
Welcome back,
Fenty Beauty had taken the beauty industry by storm when it was launched in 2017, the beauty brand was founded by the well-known Rihanna, and its digital launch was nothing but unforgettable.
Fenty Beauty was launched in 2017, where they took the beauty industry by storm with their Pro Filter foundation which has changed the game in the industry, this foundation was launched with 40 different shades, and have since launched with a further 10 shades; this foundation was started of there purpose of "Foundational for all".
Fenty Beauty has tackled a lot of issues that were always very much present within this industry, especially with how complex it is to get products right for every person, especially with shades. Since the launch, Rihanna has increased the line with a range of product, including holiday collections which featured eyeshadow palettes, brushes and metallic lipsticks.
The famous beauty brand was launched digitally on social media sites and promoted alongside Rihanna's social media platforms; this meant the launch had a lot of exposure and insights into the brand via previews online, influencer marketing and PR. The launch was very inclusive as it included a live-created fan film which invited Rihanna fans and influencers to an immersive launch where they were able to take part in a beauty film together in real time, this "has since generated a whopping 1.1 billion impressions on social media" (source).
Overall, since the launch of Fenty Beauty they have changed the game in terms of marketing activities within the beauty industry, they managed to incorporate everything that is important to the brand and keeping this a customer-centric company. In November 2017, when Time named Fenty Beauty one of its Best Inventions of the Year, the magazine revealed that the brand had raked in a whopping $72 million in its first month (five times what Jenner made in the same period) (source).
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